In the weeks leading up to the Super Bowl, Steven Schreibman was in advertising heaven. All thanks to Kevin. (Sorry, just couldn't resist the rhyme.) The VP-advertising and brand management for Nationwide Insurance was basking in glory as unprecedented buzz built up around the insurance company's Super Bowl spot.
This Is the Closest K-Fed Will Get to a Grammy Win
Created by TM
Advertising, Dallas, it featured Kevin Federline
dreaming of himself as a rapper before being slammed back into the
reality of serving up fries. With the exception of fast-feeder
interest groups, everyone loved the ad. But who cares what millions
of viewers, ad critics and media outlets think? The 238-member
brain trust that makes up the USA Today Super Bowl Ad Meter ranked
the spot second-to-last on its list."I was just devastated," said
Schreibman.
But did he just sit there and mope? Of course not. He set out to
make sure his internal audience wasn't going to go all
CareerBuilder on him. Standing in his office at Nationwide's
headquarters more than a month later, Mr. Schreibman held up a DVD
from a stack of dozens ready to be sent off to the company's top
brass. Among the highlights: the seemingly endless news hits
referencing the spot cut in between impressive stats: 3,584 print
and broadcast news stories; 1,925 blog posts; $23.3 million in
approximate ad value; the spot viewed 890,000 times on
Nationwide.com. And just in case the DVD failed to make his case,
Mr. Schreibman is sending employee-of-the-month plaques to top
executives. No, they don't feature his own mug. Instead, the award
goes to a smiling K-Fed.
Sadly, we'd left our Cylon costume at home
Adages has gone on the record before declaring "Battlestar
Galactica" the best show on TV. Period. Though Sci-Fi Channel
hasn't used our raves in press clips, we didn't hold that against
the network when it sent us an invite to an upfront party. But the
fact of the matter is it's the Lenten season, and the bulk of the
Adages staff has gone off the sauce for the duration. Some of you
may have noticed it's a bit harder to lure us out of the house
these past few weeks. But Sci-Fi dangled in front of us a
temptation we couldn't refuse: Grace Park, one of the stars
of "Battlestar Galactica." Or, as a friend so delicately puts it:
"One of those super-hot Cylon babes." We were even given a chance
to speak briefly with Park who, along with other Sci-Fi talent, was
doing the old meet-and-greet routine. We kept our fan-boy
slobbering down to a bare minimum, said a few words and shoved off
to the shrimp-and-oyster table before embarrassing ourselves by
asking overly detailed questions about the trial of Gaius
Baltar. Oh, yeah, we also met network Prez Bonnie Hammer
and Zooey Deschanel, the star of coming Sci-Fi miniseries
"Tin Man."
The surgeon general did not sanction this event
Maybe you didn't hear about the Master-Disaster Vending Machine
Challenge II. Held on March 20, it featured grudge matches in which
teams faced off to see which would eat the entire contents of a
vending machine first. This year, The Onion faced off against AM
NewYork and the Museum of Modern Art matched guts with Pocket
Change. The results? It took AM NewYork 48 minutes and 50 seconds
to beat the satirists from The Onion. And the MoMA crew threw in
the towel after 56 minutes and 37 seconds. Justin Silverman,
a staff writer for AM NewYork, wrote later in his paper: "A half
hour in, AM NewYork Arts Editor Emily Hulme suffered a
reversal (she puked) and was disqualified, leaving Contributing
Editor Max Dickstein and this reporter to finish off the
last few packs of candy."
Adages thinks the two winning teams should have duked it out for
the championship, but we guess that would just be cruel.
~ ~ ~
Contributing: Mya Frazier. Send your 'BSG' fan fiction to
[email protected]